Citizens Advice Chief Executive Gillian Guy says: “These payday loan adverts mask the grim reality of debt. Taking out a short-term, high-cost loan should not be taken lightly. But all too often adverts present them as an easy option and suggest people’s financial circumstances don’t matter. This is utterly irresponsible and misleading.

“With four payday loan adverts banned within a fortnight, it is clear the payday loan industry needs to up its game when it comes to the quality of its advertising. Lenders should look again at their marketing materials to see if they are fair and responsible.

“The success of our complaint demonstrates that consumers can fight back against inappropriate adverts. If you believe a payday loan advert to irresponsible or misleading you can report it to Citizens Advice or the ASA directly.”

The ASA agreed with Citizens Advice that:

The Peachy.co.uk sandwich wrapper which says ‘cheaper than payday loan’ is misleading; and the phrase ‘small bits puts a smile on your lips’ and the cartoon image are irresponsible.

A text message from loan-monarch.co.uk is irresponsible because it encourages customers who had been refused loans elsewhere, due to their financial circumstances, to take out a loan.

A text message from spends4u.co.uk ad is irresponsible, because it encourages consumers to take out a loan, regardless of their financial circumstances. It was also ruled the ad is misleading because it implies consumers can be accepted for a loan, regardless of their financial circumstances.